Having a drawn out, dramatic, and widely watched playoff series improves the reputation of the NBA as a whole thus giving a potential for improvement of many lifestyles. I don't think there's anyone making a phone call to each referee before the game telling them to make sure the Heat lose game 4. I thought I made that clear and apologize if I didn't. I'm saying I believe there is an underlying culture that longer playoff series, especially one that involves two teams that are likely to be rivals for years to come, is beneficial to the NBA. If there's an opportunity to extend the series, even if it's a small influence, then it's an opportunity that needs to be taken advantage of. I may be wrong on this, I seriously don't have a clue... but don't the refs get paid an amount per game they officiate? I don't want to try to sound overly sarcastic or mean spirited, but do you really believe there is a risk of an NBA referee damaging his/her reputation? Again, I don't think there's any phone calls made, any closed door meetings, or any official documents being distributed here. For one thing, the NBA is already facing financial insecurity, we all know that. Secondly, I think you underestimate how much of an impact a long, hard-fought series between the Bulls and Heat would make on the NBA. The NBA is all about rivalries. I can almost guarantee the Bulls and Heat will square off on Christmas day next year. Every time they play next year during the regular season will be a featured game and it will draw ratings. I could elevate the perception and increase ratings across the board. Not to mention, there's 3 superstars involved with the two teams as well as some all star caliber talent to market to the masses. It's something the NBA could really use right now.